Qualitative Research: Definition, Types, Methods and Examples

Qualitative research is defined as a market research method that focuses on obtaining data through open-ended and conversational communication. This method is not only about “what” people think but also “why” they think so. For example, consider a convenience store looking to improve its patronage. A systematic observation concludes that the number of men visiting this store are more. One good method to determine why women were not visiting the store is to conduct an in-depth interview of potential customers in the category.

Qualitative methods: what and why use them?

Qualitative methods, as the name indicates, are methods that do not involve measurement or statistics.  Because the natural sciences have had such resounding success with quantitative methods, qualitative methods are sometimes looked down upon as less scientific.  That is, of course, a mistake.  Qualitative methods have been in use in philosophy, sociology, and history for centuries, and

Difference Between Qualitative and Quantitative Research

If the subject into which you conduct research is a scientific subject or topic, then the research methods include experiments, tests, the study of many other results of different experiments performed earlier about the topic or the subject and the like. On the other hand, research methodology about the scientific topic involves the techniques regarding

Choosing a Research Approach: Qualitative or Quantitative?

Researchers have to decide what type of approach they want to use to collect and to analyze their data. In other words, how they are going to tackle the empirical side of their research. We begin this section by examining what distinguishes a qualitative from a quantitative approach. We then show how these two approaches